When it comes to a new product that has never been heard of before, the first perception of consumers is whether they have been launched in major media? How is the user's reputation? Whether there is an authoritative person, institution, or platform to do credit endorsement.
However, maternal and infant products are different. The first appeal of mother and infant choice is always safety. Bao Ma believes more in the recommendations of her best friends and the word-of-mouth sharing of people she really knows. Therefore, the refined operation corresponding to the mother and baby users is particularly important, and how to make the purchased users into the brand's voice and spokesperson.
How to set up the corresponding path so that scattered users can gradually grow into users in their own system and become their own voices is precisely the need for long-term consideration and continuous implementation of the operation of the private domain of mothers and babies.
In the era of fragmentation, every node can shine, and infinitely small nodes slowly converge into a river.
The information is infinitely scattered, and the centralized money-burning marketing is likely to be short-lived. After the fire is over, how to make the sparks that have been ignited for a long time is a topic that needs long-term thinking and practice in the brand market and private domain operations.
Maternal and infant category is the most suitable for community
Let's talk about a major premise first, we all know that the current operation is more and more focused on the operation of people. We can't treat each other as cold "flow", but operate as a person with flesh and blood.
Talking about the relationship between mother-in-law and daughter-in-law, complaining about husband; sharing shopping experience, sharing pregnancy matters, showing babies, etc.; a single point of mention can lead to countless sub-topics.
Every time you complain, it is a process of resonating and deepening user relationships. Private domain communities and content are the most suitable for "reservation"; if you do well, users can no longer be entangled in the value of the product itself, and will consider it when placing an order decision. The "people" and brand safety of the private domain are in line with the purchase psychology of mother and child users, and safety is the first choice
6The life cycle of maternal and infant users is long
There are two groups of mother and baby country email list users, from mother to baby. The length of the entire life cycle is unmatched by any other category.
From pregnancy, pregnancy, infancy, infancy, childhood, to adolescence. With such a long user cycle, the needs of each customer are far more than simple diapers and milk powder; food, clothing, housing, transportation and learning, as the baby grows older, corresponds to new demands.
Perhaps, your category cannot cover the full cycle of users, but once a strong relationship is established, starting from people is not limited to your category; such a long user cycle requires the professionalism of private domain operators and information density to be extremely high. This is also a necessary skill to become a koc.